At the 6th annual Customer Interaction Malaysia Summit held in Kuala Lumpur by global consulting firm Frost & Sullivan today, experts from across industry discussed, among other things, how businesses could improve customer experience, the impact of Big Data, the benefits of Interaction Process Automation (IPA), and the implications of the Internet of Things (IoT) on customer interface.
Most of those attending this day-long seminar agreed that customer Interaction and experience had become the buzzwords in many industries today, as companies sought to differentiate themselves and evolve from being product or service-focused to being customer oriented.
In his keynote presentation Andrew Milroy, Vice President of ICT Research, Frost & Sullivan Asia Pacific, discussed the evolution of the contact center and the implications of the Internet of Things on customer interaction.
“Today’s contact centers are evolving rapidly from having a primary focus on voice interaction to the use of multiple channels across multiple devices. Apps are becoming the major form of engagement across a wide array of activities such as booking taxis and making payments,” he told the attending delegates.
“This is creating a situation where customers can potentially engage with organisations using many different objects or things. As more and more things become IP enabled, it will be possible to reach customers in many different ways such as via a car dashboard or a wrist band,” said Mr. Milroy.
Today’s one-day summit aimed to provide businesses with tools to enhance their customer experience, differentiate themselves from competitors, and build roadmaps for implementing effective strategies, in the light of the fact that it was no longer sufficient to measure the customer service at the contact centre, but look at the total value chain of the customer perception.
Presenters and participants included industry experts from Bank Simpanan Nasional, BP Healthcare, Celcom Axiata, Contact Centre Association of Malaysia, Interactive Intelligence, Jabra Asia Pacific, Standard Chartered Bank, Tenaga Nasional, and YTL Communications.
Image Credit: http://www.frost-apac.com/ci/malaysia/
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